Analisis Pengalaman Pelanggan dan Kualitas Layanan di Suryamart Universitas Muhammadiyah Surabaya Menggunakan Retail Service Quality Scale (RSQS)

Persaingan ritel modern menuntut setiap gerai mampu memberikan pengalaman belanja yang nyaman, cepat, dan konsisten, termasuk ritel kampus seperti Suryamart Universitas Muhammadiyah Surabaya. Suryamart UMSURA berperan dalam memenuhi kebutuhan harian civitas akademika, tetapi masih menghadapi beberapa persoalan layanan seperti ketersediaan stok, kesesuaian label harga, kejelasan promosi, antrean kasir, serta kelancaran pembayaran digital. Penelitian ini bertujuan untuk menganalisis pengalaman pelanggan dan kualitas layanan di Suryamart UMSURA menggunakan pendekatan Retail Service Quality Scale (RSQS), serta menjawab bagaimana pengalaman pelanggan terbentuk, bagaimana kualitas layanan dinilai berdasarkan dimensi RSQS, dan strategi apa yang dapat dilakukan untuk meningkatkan kualitas layanan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus. Data dikumpulkan melalui wawancara semi-terstruktur, observasi langsung, dan dokumentasi dengan informan yang terdiri atas pelanggan, staf, dan pimpinan Suryamart UMSURA. Hasil penelitian menunjukkan bahwa pengalaman pelanggan secara umum dinilai positif pada aspek kenyamanan toko, kebersihan, lokasi strategis, dan keramahan staf. Namun, terdapat beberapa aspek yang perlu diperbaiki, terutama pada dimensi reliability, problem solving, dan policy, yang mencakup ketersediaan barang, sinkronisasi harga, informasi promo, efektivitas antrean, serta konsistensi sistem pembayaran QRIS. Temuan ini menunjukkan bahwa RSQS mampu memetakan titik kritis layanan ritel kampus secara lebih kontekstual. Penelitian ini menyimpulkan bahwa peningkatan kualitas layanan perlu difokuskan pada penguatan sistem stok, pemeriksaan label harga, manajemen antrean, kejelasan kebijakan promosi, dan pelatihan frontliner. Penelitian selanjutnya disarankan menggunakan pendekatan kuantitatif atau metode campuran untuk mengukur pengaruh tiap dimensi RSQS terhadap kepuasan dan loyalitas pelanggan.

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Modern retail competition demands that every outlet be able to provide a comfortable, fast and consistent shopping experience, including campus retail such as Suryamart, Muhammadiyah University of Surabaya. MUS (Muhammadiyah University of Surabaya) Suryamart plays a role in meeting the daily needs of the academic community, but still faces several service problems such as stock availability, suitability of price tags, clarity of promotions, cashier queues, and smooth digital payments. This research aims to analyze customer experience and service quality at MUS Suryamart using the Retail Service Quality Scale (RSQS) approach, as well as answering how customer experience is formed, how service quality is assessed based on RSQS dimensions, and what strategies can be implemented to improve service quality. This research used a descriptive qualitative approach with a case study design. Data was collected through semi-structured interviews, direct observation, and documentation with informants consisting of customers, staffs and leaders of MUS Suryamart. The research results showed that customer experience is generally rated positively in the aspects of store comfort, cleanliness, strategic location, and staff friendliness. However, there are several aspects that need to be improved, especially in the dimensions of reliability, problem solving, and policy, which include goods availability, price synchronization, promo information, queue effectiveness, and consistency of the QRIS payment system. These findings indicate that RSQS is able to map the critical points of campus retail services more contextually. This research concludes that improving service quality needs to focus on strengthening stock systems, checking price tags, queue management, clarity of promotional policies, and frontliner training. It is recommended for further research to use a quantitative approach or mixed methods to measure the influence of each RSQS dimension on customer satisfaction and loyalty.